The evolution of the Dow Jones brand

Brittaney Kiefer of PRWeek talked to Dow Jones & Co. CEO Lex Fenwick about evolving the brand through global expansion, new products, and engaging employees.

Here is an excerpt:

What is DJX and why did Dow Jones launch it?

We took all our content at Dow Jones – data, news, analysis, and software – and packaged it together in one product called DJX.

It’s the first revolutionary thing we have done to take everything we’ve got and put it all in one integrated package. Everybody will pay the same user price. This will make for a better user experience.

Previously we had many products with different niches. We sold access to our information to enterprises and they would then distribute that content in different places.

Now we’re believers in building a product rather than providing a feed. When you provide a feed, you don’t know who your end customer is. You lose control of how your service manifests itself. Your product does not have a recognizable face because everyone is used to seeing it in a different way.

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